A.P.C., the brand behind your first pair of raw denim and your ongoing love of simple, stylish menswear, turns 30 years old this year. But three decades after opening its first store in Paris, A.P.C. is making the move to Los Angeles. Well, at least in part. Today marks the launch of the company's new sub-label, A.P.C.U.S., a collection of sweatshirts and T-shirts that are made right in the City of Angels.
Jean Touitou, founder of A.P.C., has an ongoing fascination with Los Angeles. His Melrose Place store is, among the more than 50 that exist in the world, his favorite. (And what's not to love, with the cactus-filled outdoor space to go along with L.A.'s perfectly warm sunlight?) He also said in a recent GQ profile that should the divisiveness in Europe grow worse, he might consider moving A.P.C. from its Parisian roots to Los Angeles. It may seem like a big leap, but Touitou doesn't get sentimental over the idea of countries or nationalism.
But when it comes to manufacturing this new collection in Los Angeles, his reasons are quite simple. If there's one thing the United States makes well, it's sweatshirts. In many ways, the hoodie has become as much a cultural export as the thing A.P.C. was founded on—blue jeans. The bigger point, however, seems to be giving customers made-in-the-U.S.A. products, designed by one of the world's most tasteful labels, for a relatively un-fashion price point (the T-shirt is $75, the crewneck is $135, and the hoodie is $170). After 30 years of experience, that might be Touitou's most important message of all. That said, we couldn't let Touitou get away without hearing his thoughts on the fashion industry at large—and, as usual, his passionate opinions didn't disappoint.
A.P.C.U.S., available at apc.fr
Why a hoodie and T-shirt collection?
That's like asking me why rice and beans. Those things exist anyway. They are part of our life. It just made sense to try and make decent ones humanly priced.
You’ve likened American terry fleece to cooking French food with French ingredients. What is it about American hoodies and sweatpants you like so much?
Sorry to say...but I do dislike sweatpants. I only use them when I’m frozen at home, after I come from the frozen outside. Maybe it’s too difficult to make them look great, or maybe I’m just lazy on this [subject]. But [sweatpants] sort of show disrespect for the people around you, whereas a hoodie could be so classy with the right shade of gray flannel pants.
Is gray mélange the best hoodie color, and why?
It's a mystery. I do not know. But you are right, it is indeed the indigenous color for hoodies.
How important was it to you to make the hoodies affordable?
People are hurt badly with taxes and all sort of expenses, worldwide. It is important to try and have affordable prices, even for luxurious items, not only hoodies.
